GFB
Lawtools was established in 1949 and is now a third generation Australian company manufacturing, importing and distributing a wide range of tools and products. GFB is their specialised range of bits and accessories for power tools – the widest range in Australia.
Rethinking the brand strategy
The old brand mark was developed in an ad-hoc manner. Many inconsistencies had crept in over time and multiple versions of the logo were being used. The packaging incorporated an overly complicated colour system which confused product lines. The result was a jumbled hierarchy of information that presented poorly. The brand strategy and packaging needed to be rethought.
A stronger position
We established a stronger brand position for GFB to maintain centred around the tagline ‘Industrial Tough’. We evolved the logo by simplifying the previously used chevron symbol which ironically faced backwards. The static and somewhat outdated looking namestyle was brought up to date and made to look much more robust and industrial. We strengthened their colour range by adding a deeper blue. Finally we developed a hierarchy of information system governing layouts & packaging.
The new branding for GFB has immediately raised our profile. The brand is in an excellent position to now grow into the future.
Daniel Law
Managing Director, Lawtools
